“We all have different responsibilities,” Belichick said. “I certainly respect the mathematical and statistical ways of looking at the game and trying to use those methods and results to improve our product on the field.”

4:45 p.m.: We’ve reached the end of the last panel of the second and final day of the conference. An awards ceremony celebrating achievements and advances in sports analytics will take place at 5 p.m.

4:30 p.m.: Zarren says “I don’t think there’s any question that we would be better if Rajon [Rondo] was playing.”

He adds that the Celtics are learning a lot from the loss of the star point guard. Other players have to step up and do different things.

“Some of those, they’re good at, others they may not be so good,” he adds.

4:20 p.m.: The panel agrees that the defensive side is the hardest part of the game to quantify.

“Unless you know exactly what we want defensively, you cannot possibly determine what’s going on in terms of defensive players,” he says.

Buford says a good way to analyze defenses is to measure how often defenses break down.

4:15 p.m.: Van Gundy argues that players don’t want or need a bunch of numbers. He believes coaches can pour through numbers and data points, but players need to keep things simple.

“Cluttered minds make slow feet,” he says.

4:10 p.m.: Are players ready for a general manager that has no first-hand basketball experience (as players themselves)?

The panel cites the Houston Rockets as an example that it can work.

4:05 p.m.: Pritchard says “10 or 20 percent” of building winning teams involves player selection. The rest is developing them and getting them to buy into the team’s culture.

4 p.m.: Van Gundy says good coaches aren’t the ones who best understand analytics. The best ones get their players to go out and perform.

He stressed the human aspect that’s involved in leading teams in most of his comments, arguing that “this isn’t a video game.” He says coaches build cultures and styles of playing the game, and the exceptions they make (following the numbers) often has a negative impact on the effort.

3:50 p.m.: Van Gundy thinks that eventually every team will have a lot of information. What will separate teams is how they use them.

3:30 p.m.: The final panel discussion of the day will cover the analytics of basketball.

Advanced scouting and analysis has changed the way many NBA teams do business before, during and after games. Moderator Pablo Torre will lead a discussion featuring R.C. Buford of Spurs Sports and Entertainment, Indiana Pacers general manager Kevin Pritchard, ESPN analyst Stan Van Gundy and Celtics assistant general manager Mike Zarren.

2 p.m.: Agoos warns against using data alone to analyze players, as there are too many other factors. He says it has to be part of the decision-making process.

It’s similar to what panelists who represent other sports had to say.

1:45 p.m.: Can the panel use analytics to settle the Messi-Ronaldo debate? No they can’t and neither can hundreds of millions of soccer fans around the world.

Context matters too much in debates like these, according to Wooster. Anderson believes it doesn’t matter on the practical level.

1:35 p.m.: Stein asks the panel what metrics fans should follow to better understand the game.

Larcada says timeliness is more important than specific data points. Anderson looks for team performances, particularly on defense.

Wooster believes the analysts that can measure intangibles and translate that into wins will give teams a competitive advantage.

The panel is having a tough time answering Stein’s question.

1:30 p.m.: Wooster says Michu was scouted by six Premier League teams, but Swansea City was the one to sign him and reap the benefits.

1:25 p.m.: Wooster says that the short-termism among managers and coaches discourages them from changing behavior and adopting a more analytical approach.

Agoos thinks it’s up to ownership to hire and promote coaches that are well-versed in analytics to make that change.

1:15 p.m.: Anderson cites the fact that soccer has gone from having “very little data to mountains of data” almost overnight.

The trick is for clubs to present it to their coaching staff in a way that makes it “actionable.”

Wooster says coaches are starting to lean on analytics in their pregame preparations. He adds that “the paradox in football [soccer] is that the most important things are the hardest to measure.”

1:10 p.m.: ESPN is using heat maps and other forms of data visualization which have been well-received by on-air talent and fans, according to Larcada.

1:05 p.m.: Anderson believes that fans and online media have adopted stats much quicker than the clubs themselves have.

Wooster thinks the long-standing culture in the game has slowed the acceptance of analytics because “that’s how it’s always been done.”

Elite-level soccer has been traditionally averse to using analytics, but that is starting to change. ESPN’s Marc Stein moderates the discussion that covers how teams and leagues are using numbers in the game. Joining him will be MLS technical director Jeff Agoos, author and Cornell University professor Chris Anderson, ESPN’s Albert Larcada and Prozone business development director Blake Wooster.

12:35 p.m.: The biggest takeaway from the ESPN panel is that numbers themselves can’t tell the entire story, but they can be used to illuminate certain points.

12:20 p.m.: ESPN is developing a college football power index and a college football QB rating system that helps people quantify the game in a new way.

12 p.m.: The next panel examines how ESPN uses analytics to tell stories.

One panelist referred to his job as being a “professional myth buster.” They strive to educate and entertain the audience.

That’s why coaches sometimes choose not to defend their decisions to the media or public.

11:15 a.m.: Edwards says telling a defense to allow an opponent to score is risky. He thinks it sends a bad emotional message, and if a coach does it more than one or two times in a season “you’ve lost your defense.”

Del Rio disagrees. He thinks if making that call gives his team a better probability of winning, the players will support the coach — as long as he explains why he’s doing it.

11:05 a.m.: Burke thinks the game has changed to the point where offenses can “move the ball at will.”

He thinks offenses are much better than they were a generation ago, and that makes coaches much more likely to go for it on fourth-and-short situations.

Being unpredictable is an asset for a head coach. “You gotta be Sadaam Hussein on the sidelines,” Burke says.

Edwards says the best quarterback sneakers are the ones that wait for a little crease to open up and sneak through it.

10:50 a.m.: Del Rio says Maurice Jones-Drew wanted to score on a play when the Jacksonville Jaguars were in a tight game against the New York Jets.

Del Rio, then the Jaguars’ head coach, told Jones-Drew not to score on a play if he had the chance, but the running back said “coach I have to take care of my fantasy people.”

Del Rio managed to convince Jones-Drew to take one for the team.

10:40 a.m.: Burke believes parity in the NFL ensures that any team can compete and execute any one play, but the differences between good and bad teams are an accumulation of the total volume of plays that they run over the course of a season.

10:35 a.m.: Del Rio points to the probability charts that Advanced NFL Stats produces, but he says coaches are drilled in the old-school book that tells them to kick the field goal and take the points.

He adds that the media reads from that same book and judge coaches’ decisions according to it.

10:25 a.m.: The format of this panel follows ESPN’s Around the Horn.

The first play they’re debating was Justin Tucker’s fake field-goal attempt in the early part of Super Bowl XLVII. Edwards says the play was a 4th and nine situation, but the reality was that it was 4th and 17 (because of where he got the ball).

Edwards adds that “football is about personnel.” Numbers like 40 times are great, but the humans on the field are more important to executing the play.

Del Rio points to momentum as a factor in deciding whether to kick the field goal or go for a first down.

10:10 a.m.: We’ll shift our focus back to the NFL in the next panel. “Monday Morning Quarterback: In-Game Decision Analytics” will explore how football coaches and managers gain a competitive advantage using data.

9:55 a.m.: The pooling of the revenue for MLB Advanced Media was the best business decision the league has made in the last 10 years.

He says it’s akin to the NFL’s decision to pool television money in the 1960s.

9:45 a.m.: The real competition is other forms of entertainment or a technological environment where people grow up with short attention spans.

Kasten says baseball must perfect the “second screen experience” at the ballpark to attract a new generation of tech-savvy fans. The natural breaks in the game allow fans to interact with the teams without missing any of the action.

9:40 a.m.: Skipper doesn’t look at lockouts (or strikes) as one side winning or losing.

Silver says he doesn’t see the deal that gave NBA players a 50-50 split of the revenue as a victory.

“We’re still not at the point where all the teams are profitable, but we’re hoping to work toward that point.”

9:35 a.m.: The job of the commissioner is to be “the steward of the best interests of the game,” Kasten says. “They work for the owners, but their job is to benefit all the interested parties.”

Kraft believes commissioners have to act like a CEO, as they manage brands worth tens of billions of dollars.

9:30 a.m.: Silver says teams want to “kill each other on the court,” but they’re partners in business off the court. They share best practices in business operations.

9:25 a.m.: Kraft says his family bought the Patriots at the dawn of the salary cap era in 1994.

They thought the time was right because they would be able to compete on the basis of their skill and expertise, as opposed to how much they could spend.

9:20 a.m.: Kasten says sports franchises are valued (and priced to sell) on “day-to-day, year to year numbers.”

Owners all believe they can fix, improve and make a return on their investments “down the road, but not necessarily annually or year to year.”

9:15 a.m.: The panelists agree that business operations at the team and league level have grown and gotten more complex.

Skipper adds that profitability is no longer a dirty word in the sports business. It’s become one of the key measures of success, which wasn’t always the case.

9:05 a.m.: When asked if owning a sports franchise is the coolest job in American business, Kasten starts with the dark side of the job.

Media dissecting every minute detail is a tough part of the business and he adds that Forbes’ franchise valuations “drive us [owners] nuts.”

9 a.m.: The first panel is set to begin. The topic is “The Changing Nature of Ownership.”

ESPN’s Peter Keating will moderate the discussion. The panel includes L.A. Dodgers president Stan Kasten, Kraft Group president Jonathan Kraft, ESPN president John Skipper and NBA deputy commissioner Adam Silver.

8:30 a.m. ET: The games people play are changing before our eyes, as those on the inside freely admit. Among the factors driving these changes is a deluge of data.

The second and final day of the MIT Sloan Sports Analytics Conference promises to be full of insights and opinions on how data is changing the sports world.

Owners, staff and officials from the highest ranks of the sports world will be on hand to discuss some of the great changes in the sports and entertainment industry. Managers and coaches will discuss how data is affecting their strategies before, during and after games. We’ll even learn how elite soccer clubs are embracing the data revolution after.

Throughout the day, we’ll be on hand at the Boston Convention and Exhibition Center to bring you the highlights of the day’s discussions.

6 p.m.: We’ve reached the conclusion of the first day of the MIT Sloan Sports Analytics Conference. We’ll be back Saturday for day two. Be sure to check NESN.com starting at 9 a.m. to see what topics are covered in the country’s biggest meeting sports data analysts.

5:55 p.m.: When asked about over-saturation of sports on television, Walsh points to increased audience sizes and competition from other outlets as proof that fans are actually underserved.

5:45 p.m.: The common challenge that teams in the NBA and Major League Baseball share is how to make teams profitable, Postolos says. Broad revenue sharing is one way leagues are facing this test.

5:40 p.m.: Walsh says that a lot of research will on concussions will come out in the next 12-24 months. He’s sure decision makers will take notice and act on it.

5:30 p.m.: Media is the biggest international opportunity at the moment, de Picciotto says. The next is taking brands globally (through sports). Finally, the movement of talent across borders gives players and fans a chance to see athletes from around the world.

He also thinks gambling has the potential to generate vast amounts of revenue, but it could kill sports as well.

On the question of performance-enhancing drugs, he says essentially need to keep up with societal values.

5:20 p.m.: Walsh asks how to use analytics to value sports properties — especially in increments of time.

PepsiCo has a proprietary model, according to Storms. “Nobody knows our business better than we do,” she says. The company uses a multi-stage process to evaluate the impact of any potential sponsorship or endorsement.

She concludes that there’s no way to measure the exact amount of product that sports partnerships move, but PespiCo is closer than it has ever been to doing so.

5:15 p.m.: Carter says leagues partner with media and sponsors to try and “surround the fan.” She adds that the old model of signage at a stadium no longer works.

5 p.m.: Walsh says we need innovative thinking about the playing of the game and the experience of the consumer.

He points to the fact that players are bigger, faster and stronger than they were decades ago, yet the size of the playing surfaces (specifically in the NFL and NBA) remain the same. “Why not make fields bigger to provide more excitement for fans,” he asks.

4:50 p.m.: The business of sports is our final panel of the day. Industry leaders will talk about the money side of this multi-trillion dollar industry.

Kraft Sports Group vice president Jessica Gelman will moderate the panel. She will be joined by Soccer United Marketing president Kathy Carter, Octagon president Phil de Picciotto, Houston Astros president George Postolos, PepsiCo vice president of global sports marketing Jennifer Storms, and ESPN executive vice president John Walsh.

4:45 p.m.: Schatz says the most overrated players are the ones whose athletic ability doesn’t translate into football success.

He points to D’Angelo Hall who is fast and has good hands but is poor in coverage.

He says Tony Romo is underrated because he is consistently one of the six or seven best quarterbacks in the league and one of the best in the fourth quarter … “as long as the game is not on national television.”

4:40 p.m.: The 49ers use analytics to better understand the tendencies of coaches — how they manage the clock and when they call time outs.

4:35 p.m.: Pioli says mutual respect is lacking in football when asked how to convince an NFL head coach to listen to an analyst who has never stepped on the field.

He says a coach must have an open mind, but it’s important how analysts present, deliver and communicate their information.

4:30 p.m.: Kremer asks how to quantify injuries and off-field problems. What value do you attach to those events?

No two injuries are the same, but Shatz argues that, en masse, players are better at recovering from injuries in today’s game than they were in the past.

As for the character question, Pioli approaches it on a case-by-case basis, saying there’s no real way to measure something like that.

Pioli discusses the new player assessment tool being used at the NFL combine. He wants to know as much about a player’s mental makeup — specifically his levels of work ethic and level of selflessness (or selfishness).

4:25 p.m.: Demoff says the middle class is shrinking because teams are better at scouting and developing young players. Teams are now paying a premium for players they call “difference makers.”

4:20 p.m.: Demoff says the salary caps affect the schemes teams use. They “ultimately look for undervalued players and get as many of them as you can.”

He said more teams started playing 3-4 defenses a few years ago because nose tackles were undervalued. Now the best nose tackles command $12 million salaries, so teams are reverting to the 4-3 because the market allows them to get more bang for their buck with tackles to fit that system.

4:15 p.m.: Marathe calls the Patriots the “kings of replenishing.”

In the age of the salary cap, it’s impossible to keep a team together over the long term. “If every player took a 15-percent discount on their market rate, we still wouldn’t be able to keep them all,” he says.

He adds that the Patriots have been incredible at churning players yet remaining successful.

Pioli says that the Pats’ practice of stockpiling draft picks increases their chancing of landing good players. “Every pick is a gamble,” he said before adding that taking more gambles increases the chances of landing good players.

4:05 p.m.: Pioli says it’s tough to come up with a measurement to predict a player’s chance of success.

“Football is such an interdependent game. The success of a play has so many variables and depends on 11 indiviudals.”

Marathe expands on it, saying that trades don’t often work out because a player can succeed in one system, but look totally out-of-place in another.

3:55 p.m.: Pioli is no fan of the combine because there’s a difference between “pure speed” and “playing speed.”

He finds values in measurements. He says Tom Brady is such an accurate passer because he’s got huge hands.

Marathe talks about “hidden value” of 40-yard dash times, citing the case of Jerry Rice. He says Rice had an average overall 40 time, but his speed between 20-40 yards (what insiders call “the flying 20”) was one of the highest ever.

He said it translated into separation speed on the field. Rice was rarely, if ever, caught from behind.

3:50 p.m.: Demoff and Marathe say their teams are looking to hire analysts. The Rams are still working out how to deeper integrate analytics into their organization, while the 49ers have used one on the salary cap side for over a decade and are now using them on the football side.

Pioli says analytics have played a role in the game for ages. “Gut” decisions are based on prior experience and analysis, he says.

We’re just calling it something else now.

3:40 p.m.: Are you ready for some football?

The National Football League is undergoing an analytics revolution of its own. The Football Analytics panel will discuss how NFL coaches and teams are using data to evaluate players, map out strategy and make in-game decisions.

Andrea Kremer will moderate the panel. She will be joined by St. Louis Rams executive vice president of football operations Kevin Demoff, former Patriots and Kansas City Chiefs general manager Scott Pioli, San Francisco 49ers chief operating officer Paraag Marathe and Football Outsiders founder Aaron Schatz.

2:40 p.m.: Robin van Persie does his exploring in the half second before the ball comes his way. It’s how he always seems to be one step ahead of defenders (despite not being particularly fast or quick) when he gets the ball in the final third of the field.

2:30 p.m.: Jordet says Frank Lampard and Steven Gerrard have the highest frequency of “visual exploratory behavior,” meaning the two stars look around and gauge their surroundings before receiving the ball.

He says the midfield players who complete the highest number of forward passes are the ones who do the most exploring. In other words, they’re reading the game and playing it at the same time.

He bases the research on Sky Sports’ player cameras.

2:25 p.m.: We’re going from one extreme to the other. Baseball and statistics are inseparable, but soccer has been slow to adopt statistical analysis.

Geir Jordet, director of psychology at the Norweigan Centre for Football (soccer) Excellence is presenting some new research on “The Hidden Foundation of Field Vision in English Premier League Soccer Players.”

He explores the concept of field vision. How can some players make the right pass every time they get the ball? We’re about to find out.

1:50 p.m.: The panel discusses how difficult it is to predict how a young player will perform in the big leagues. There’s no exact science or measurement device that will predict which players will overperform or underperform at the top level.

1:40 p.m.: Posnanski says there’s a real divide in the way journalists cover baseball. He thinks younger writers — especially on the internet — are more versed in the “new language” of analytics, while mainstream media still focuses on wins, losses, errors and other 100-year-old statistics.

He thinks baseball coverage is currently changing and will continue to change with the times.

1:30 p.m.: Zaidi says analytics are changing the way the game is played and how managers manage.

McCracken adds that managers tend to want to avoid risk. If he plays a star player and the player doesn’t deliver, “it’s the player’s fault.” If the manager plays an untested rookie and the youngster fails, “it’s the manager’s fault.”

1:20 p.m.: When asked what the newest developments in baseball analytics, Keri says that teams are increasingly privatizing and keeping data in house. McCracken thinks this will slow the growth of the baseball analysis.

He goes on to say that video analysis is the next frontier in the field.

Zaidi says baseball analysis is too tied to outcomes rather than skills themselves. The A’s are trying to move in the direction of skill-based analysis rather than outcomes (which are the results of those skills).

He adds that baseball decisions are very complex and there are a lot of disagreements, but Beane has to make the final call at the end of the day.

1:10 p.m.: Posnanski says that baseball provides new things to measure and quantify almost every day. Where some sports might see diminishing returns from the avalanche of data, he thinks that won’t be the case in baseball.

McCracken thinks the data can be dangerous. Some take a new stat and run with it without “completely understanding” the data that they’re seeing.

12:55 p.m.: We’re getting set for one of the most anticipated panels of the first day — on baseball analytics.

11:20 a.m.: Polian and MacMullan talk about the Manti Te’o hoax and its effect on the player.

The former Colts general manager thinks the hoax won’t have a negative impact on his career over the long term.

“The hoax that he was a victim of is a story, and it’s a gigantic story — people can’t get enough of it,” Polian says. “Does it affect Manti Te’o the football player? I would submit to you absolutely not.”

MacMullan agrees with that assessment, but she thinks the hoax has had negative effects on his preparation for the NFL combine.

“He was probably not capable of preparing the way he would have liked to have because of all the outside noise and all the outside things that have happened to him.

“I don’t know this for a fact, but perhaps he may have under-performed at the combine because anyone that went through what he went through, regardless of how much you think he was involved or not involved, it had to have been devastating. There had to have been a lot of sleepless nights. There had to have been a lot of days he probably didn’t eat, and I’m sure a lot of days he didn’t work out the way he wanted to.”

11 a.m.: Pagliuca talks about the perspective owners and managers need. The best ones see things over an 82-game season “like a movie.”

Polian talks about a parallel universe we live in. Fans and media expect perfection over the course of an 82, 16 or even 162-game season. Professionals know that perfection is “almost never achievable,” and coaches teach against mistakes that are part of the business.

10:50 a.m.: Burke and Van Gundy have spoken about the most difficult aspect of their jobs as coaches and general managers.

They agree that the hardest part is cutting players — guys that “bleed for you” as Burke says. The human element, specifically the bonds that form in the locker room are tough to break.

10:45 a.m.: Burke likes hard coaches. They’re his favorite ones. But the former Toronto Maple Leafs president and general manager says “the harder the coach is, the shorter his shelf life.”

10:40 a.m.: Pagliuca tells us that one of the best decisions the Celtics have made (since he’s been one of the team’s owners) was not firing Danny Ainge and Doc Rivers in the 2006-07 season.

10:20 a.m.: Van Gundy is discussing the Dwight Howard saga in Orlando. He says Howard asked for him to be fired and was causing a problem in the Magic locker room.

He wished Magic management would come out with a statement — either back him with a new contract or fire him — and end the distraction. They didn’t.

Polian says Jim Finks, Red Aurebach and Branch Rickey are the three greatest executives in history. He adds that coaches are useful for a maximum of 10 years. The ones that are able to “recognize and prepare them [players] are the ones that last longest.”

10 a.m.: “It’s Not You, It’s Me: Break-Ups in Sports” is our first panel of the day. Moderator Jackie MacMullan will lead a discussion about high-profile trades, public disputes over hirings and firings and other media spectacles.

9 a.m. ET: In the span of seven years, the MIT Sloan Sports Analytics Conference has become the place to be.

Sports insiders, executives and leading researchers from around the country and beyond descend on Boston for two days to discuss role of analytics in the sports industry with each other and thousands of students.

The Boston Convention and Exhibition Center is the site of this year’s conference. Nate Silver, Brian Burke, Adam Silver, Mark Cuban, Jonathan Kraft and Michael Wilbon are just a few of the panelists that will be on hand to give and receive insight into how sports are being changed by “big data.”

We are on hand for the 2013 conference, looking to see where the next breakthrough in sports analytics will come from. Join us here on March 1 for the latest on sports data analysis.

"Just to clear the record i've never turn down a mma fight against anyone and never will," Jones tweeted.

Perhaps that was in the back of UFC president Dana White's mind on Thursday, when he openly criticized the light heavyweight champion for refusing to fight Chael Sonnen in place of Dan Henderson after Henderson suffered an injury.

"The one thing that I never thought in a million years would happen, happened," White said. "Jon Jones said, 'I'm not fighting Chael Sonnen with eight days' notice.' Again, something that's never happened in UFC history –- a guy who's a world champion and considered one of the pound-for-pound best -– turns down a fight."

Jones' refusal, which White calls one of the sport's "all-time lows," was based on advice from trainer Greg Jackson. It not only led to White's disapproval, but it resulted in the cancellation of UFC 151 — the first cancellation of an event in UFC's history. It's also led to some serious Twitter backlash, and tons and tons of money stands to be lost by the company as a result of Jones not stepping up to the challenge.

But how realistic was White in expecting Jones to fight Sonnen on such short notice?

Yes, Jones made that now infamous promise. Yes, he's the champion. Yes, his reputation is going to take a serious hit. Yes, him turning down the fight is going to negatively impact UFC as a whole. But while White might not have been asking for the moon per se, his request still requires a major adjustment from Jones. And with only eight days left to prepare, that also means a huge gamble for Jones, so expecting him to graciously accept the switcheroo is simply irrational.

In fact, that's what a lot of people, including White, have become in this whole situation: irrational.

"UFC 151 will be remembered as the event Jon Jones and Greg Jackson murdered," White said in a press release.

Sure, the whole "the show must go on" mantra is nice, rousing, encouraging and, obviously (judging by the response), expected when it comes to a champion, but it should hardly be the reason a professional fighter is absolutely obliterated publicly. That's especially true when the initial problem arose from something pertaining to his opponent.

Obviously, Henderson isn't to blame in this situation. You can't say to a guy, "You shouldn't have gotten hurt." But Jones has suddenly been labeled this villain for not adjusting to something that was completely out of his control. That's a stark contrast from agreeing to fight and fighting Henderson, all of which was very much in his control.

The thing with UFC is we have these visions of these warriors who are willing to go toe-to-toe with anyone, anywhere, any time, any place. A vast majority of UFC fighters probably subscribe to that mentality, but, just as is the case when someone gets seriously injured in the octagon, we sometimes need a reminder of what's at stake.

After having trained for Henderson the entire time, Jones was suddenly expected to put his title, health and future on the line against a fighter who's younger and arguably better than Henderson with just over a week's notice. If Jones accepted and lost, much of his hard work would be flushed down the toilet, and we'd be left wondering whether Jones would still be champion if he had ample time to prepare for Sonnen specifically. If Jones emerged victorious, it would be the expected outcome and the lingering question would be, "Would Henderson have defeated Jones?" Really, there wasn't much for Jones to gain from fighting Sonnen, but there was certainly plenty to lose.

Unfortunately for Jones, he's still leaving a "loser" after turning down the Sonnen fight, as he's suffering from the perils of MMA. By acting in what he and his trainer believe to be his best interests, Jones has upset the masses, which in turn hurts his reputation. White is obviously furious because he feels Jones isn't being a team player, so to speak, and fans are suddenly looking at Jones as a cowardice champion. It's really quite the predicament, and one that Jones will just have to brush aside going forward.

Days ago, Jones was the heavy favorite for his upcoming match. Now, he's in the midst of a fight against society. It's one he didn't bargain for, and it's one he has no chance of winning.

If entertainment value reigns supreme regardless of what's done or said, Silva just served up a big dish of hype on a silver (or Silva?) platter.

Silva blasted Sonnen during a conference call Monday, guaranteeing that Sonnen won't be able to walk out of the octagon under his own power when the two fighters hook up in Las Vegas on July 7. The comments come on the heels of numerous verbal jabs from Sonnen, who targeted Silva's wife and training partners, among other topics.

"I'm going to make sure every one of [Sonnen's] teeth are broken, his arms are broken, his legs are broken," Silva said through a translator, representing a major change of pace from his typically calm demeanor.

Whoa.

Silva's unexpected outburst is not only shocking, but it's also kind of alarming and quite possibly grotesque for those still skeptical of the whole mixed martial arts thing. But when you take a step back, UFC president Dana White has to be licking his chops, because the ratings for next Saturday's bout probably just experienced a massive spike. No matter how ruthless Silva's promise is (or appears), admit it, you're more intrigued about the upcoming fight than you were before the drama kicked up another notch. If not, you're in the minority.

And for those concerned about what's actually going to happen in the octagon, let's just make it clear that Silva was going to put forth 100 percent effort in this match regardless of anything he said leading up to it. His comments could have been on either end of the spectrum, and it'd still be obvious that Silva is in it to win it.

Silva's actual comments are obviously more out of the WWE mold than anything, and it could even be by design. If not, it should be, because nothing adds to the intrigue of an upcoming match like the perception of pure hatred.

The thought of someone trying to break every bone in another human's body is something that's hard to fathom or comprehend, but the mathematical formula when it comes to MMA is simple: The more bad blood that exists — or at least appears to exist — between two fighters, the more interest there's inevitably going to be, especially amongst casual fans who don't appreciate the skill portion of MMA as much as the more passionate fans.

Does Silva really want to injure Sonnen that bad? Who knows? It doesn't matter. Instead, it's the perception that these two fighters hate each other that's enough to pique the interest of those who would otherwise turn a blind eye.

Negative. Disrespectful. Over the top. White used all of those to describe Silva's comments. But when the numbers are released, and UFC 148's ratings rival those of UFC 100 (as White suggests they will), a couple of thank you cards should be sent to Silva and Sonnen.

The fight might not be half as good as the buildup, but the potential is enough to get us fired up.